Holger Schmidt is a veteran sports journalist, communications expert, and lecturer whose career reflects over two decades of excellence at the intersection of media, football, and strategic communication. From 2000 to 2024, he worked at Germany’s most influential news agencies, SID (Sport-Informations-Dienst) and dpa (Deutsche Presse-Agentur), serving in key editorial leadership roles, most recently as Head of Sports for West and Southwest Germany. Throughout this period, he covered nearly every major international sporting event, bringing firsthand insight from all FIFA World Cups and UEFA European Championships since 2000, with the sole exception of EURO 2021 due to the COVID-19 pandemic.

Schmidt’s reporting spans 32 countries, where he covered high-stakes finals in football, Formula 1, the Olympic and Paralympic Games, and the Tour de France. His versatility as a journalist allowed him to handle high-pressure assignments involving global icons, national narratives, and live reporting from major venues. As a newsroom leader, he not only managed coverage of the German national team but also oversaw regional and national editorial strategy. He played a critical role in training and mentoring emerging journalists, shaping the next generation of media professionals.

His contributions extend beyond reporting. Schmidt authored a biography of a renowned athlete, a project that underscores his ability to translate sports narratives into lasting stories. He is an active member of the Academy for Football Culture in Germany and served for many years as the head of the jury for the “Football Slogan of the Year,” a unique cultural initiative that blends sport, language, and social commentary.

In 2024, Schmidt quit journalism and set up his own media and communications consultancy. His current work focuses on coaching and advising individuals and institutions across the sports world, from club executives, coaches, and managers to players, federations, and press teams. He supports clients with both strategic positioning and practical communication needs, such as media training, press conference preparation, interview techniques, and message development. His expertise also facilitates meaningful connections between his clients and the media landscape, ensuring relevance, credibility, and clarity in their public messaging.

Complementing his consultancy work, Schmidt lectures in sports journalism at the University of Applied Management, where he educates students on media dynamics and industry trends. With a deep understanding of journalism and a growing influence in communication strategy, Holger Schmidt continues to shape the way sports are reported, understood, and managed in the modern era.

Our Exclusive Interview with Holger Schmidt

What has covering major football tournaments like the World Cup and EUROs taught you about the global impact of the game?

In Germany, we say: “Football is the last campfire of society.” And that is the truth. Not least through the tournaments from Japan to South Africa to Qatar, I have experienced the unifying power of football firsthand. I got to know people from all over the world who spoke one language: the language of football. Despite all their differences or rivalries, they shared a common theme and generally treated each other with great respect.

How did your role reporting on the German national team influence your understanding of football culture and leadership?

Here, too, I’d like to start with another quote that is often used in Germany: “The national team is the Germans’ favourite child.” You treat a child with love, but also with severity. Sometimes you despair of them. But the love will always be there. As a player, coach or manager of the national team, and every club team, you have to realise that. A great sense of responsibility and humility must arise from this. The feeling of being observed and judged. But also the feeling of being loved and having the strength to bring a lot of joy to other people.

From your experience, how has the relationship between football clubs and the media evolved over the last two decades?

It has changed a lot, and unfortunately almost exclusively for the worse. Clubs often see journalists as a nuisance, and critical companions are frequently curtailed or marginalised. Closeness is hardly allowed anymore. On the other hand, the number of journalists has grown and become almost impossible for clubs to control. Many media outlets, especially those with little or no access, have focused primarily on clickbait to sell their stories. Because this has unfortunately worked well, it has put pressure on many larger and more reputable media outlets to adapt, which has increased the scepticism and isolation of the clubs. As someone who knows both sides well, I see it as my job, to a certain extent, to ensure that both sides understand each other better. That they approach each other and work together rather than against each other.

What do you believe is the most critical media skill a modern football coach or player should develop?

This includes many things. It’s important to speak a language that appeals to everyone. It’s not crude or vulgar, but not too elitist either. Conciseness is also very important in order to convey depth of content in a clear, tangible form. Empathy is essential to understand how the fans feel about the club, what their hopes and concerns are. Also important: approachability, emotionality, optimism, a clear opinion, and the right amount of humour. The ideal coach is someone tangible for the fans, almost a friend, but always a person of respect. In short: be a human being.

Can you share an example where media training significantly improved a football professional’s public image or communication?

Not a single one, especially none of my partners, because I often work in the background. But media training and media support usually lead to noticeable improvements in the external image in every case. It’s not about pleasing everyone. It’s about being yourself first. Feeling confident instead of nervous helps you show yourself as you are, because you know that nothing can happen to you. In turn, you become sensitised to seize opportunities when they arise. Lionel Messi didn’t need that; he didn’t have to give interviews in English, almost none at all. But he was one in a million. Media training doesn’t turn a mediocre footballer into a Messi in the public eye. But saying the right thing at the right moment ensures that a player can still be perceived as an interesting person with character, opinion, eloquence, empathy, humour, and individuality.

How do you help clubs or federations develop long-term communication strategies that align with their football identity?

Unfortunately, long-term strategies are difficult in football. Just one or two defeats often cause such hysteria that everything fundamental is reconsidered. This makes experience, in-depth knowledge, and empathy even more important to be able to react quickly to all situations. However, not getting caught up in the hectic pace is part of the strategy. Go your own way, no matter what. Never play a role. Get in front of the wave in communication, never be driven, never be in a defensive role, always be in an active role. Stay in control of the situation. The details of current communication will always be determined by the latest results and events within the framework of this guide. Adapting to these, within the framework of your own philosophy, is the biggest secret. Because that is called authenticity.

What role do storytelling and narrative play in shaping the public perception of football teams or players?

A very big one. Real football fans know well over 1,000 names of current players, often with positions and shirt numbers. But it’s not enough to be number 7 or 9 at Real Madrid or 1 or 10 at Liverpool FC, because at some point, someone else will be. Ideally, as a player and as a coach, you are remembered as a person, as an individual, perhaps even as a brand. With rough edges, strengths and weaknesses. And above all, with things, stories, and experiences that set you apart from all the others.

Looking ahead, how do you envision your role evolving within football media and communication in the coming years?

It’s the same as with the strategic communication we just talked about. I will keep my convictions and ideals, but I am also flexible enough to react to the things that happen around football. Seize opportunities, stand up for something, take risks from time to time, but avoid pitfalls. And always be human and as authentic as possible. These are the maxims that will always remain, and which I want to represent and convey. Of course, the ways and means will change. But I once heard a wonderful quote from a musician, whose name I unfortunately can’t remember. He said: “First I made music for vinyl, then for MCs, then for CDs, then for MP3s, and now for streaming. Of course, that always changes the approach a bit. But the core of everything is and remains the music.” Those who never forget that will always have their finger on the pulse.